MZ and Family Customer Experience Content Experiment... Shinsegae Opens Opportunities Through Gyeonggi Branch

20% of Total Area... Large-scale Renewal of 3,000 Pyeong
Academy, Little Lounge, Cinema, and More Cultural and Experience Facilities↑
'Content Experiment' Targeting MZ Customers and Family Visitors

Shinsegae is intensifying its experiment with experiential spaces through its Gyeonggi branch. Noting the continuous increase in MZ generation (Millennials + Generation Z) customers and family visitors, the company is boldly undertaking experimental attempts and experiential content targeting these groups, and plans to assess the potential for expansion based on well-received content to introduce it to other major stores.

Visitors are shopping in the 'Baby Gift Zoning' on the 8th floor of Shinsegae Gyeonggi Store.
[Photo by Shinsegae Department Store].

On the 26th, Shinsegae Department Store announced that the Gyeonggi branch will unveil a renewed space of about 9,917㎡ (approximately 3,000 pyeong), which accounts for more than 20% of the store area. This renewal is the largest since the store opened in 2007. The focus was placed on significantly enhancing cultural, experiential, and service facilities such as academies, little lounges, and cinemas.

The newly renovated areas include the 8th floor's children’s, golf, and academy sections, as well as the 9th floor’s Tasty Garden and CGV cinema. On the 8th floor children’s section, popular children’s brands were introduced for the first time in the Gyeonggi commercial district, including the 4th domestic Nike Kids store, imported clothing select shop Little Ground, European children’s wear Bobo Choses, and leading stroller brands Stokke and Bugaboo. Products suitable for gifts such as infant clothing, books, and toys were gathered in one place. The newly introduced 'Baby Gift Zoning' features emerging infant clothing brand Billy, France’s representative infant brand Petit Bateau and Moulin Roty, and the globally exported toy brand Blue Rabbit. The infant rest area (Little Lounge), where diaper changing and nursing can be done, was expanded to twice its previous size.

The golf specialty section on the same 8th floor is filled with over 20 premium brands such as G/FORE, Philipp Plein Golf, A.P.C. Golf, and Lanvin Blanc. A studio-type fitting room where customers can try out products before purchasing was also created. It is described as the highest-level premium golf specialty store in the commercial district. Shinsegae’s directly operated golf shop offers the latest fitting rooms and a variety of golf equipment including golf clubs, golf bags, and golf shoes.

A customer is trying out golf clubs at the studio-type fitting room of 'Shinsegae Golf Shop' on the 8th floor of Shinsegae Gyeonggi Store.
[Photo by Shinsegae Department Store].

The academy includes one-on-one lesson studios for instrument lessons and educational consulting. The S Studio, which offers kids-only art and craft classes and free experiences, is also introduced for the first time at the Gyeonggi branch academy.

On the 9th floor Tasty Garden, American-style sandwich specialty store Lenwich from Manhattan, New York, and Antique Coffee, a Hongdae open-run caf? famous for its cream croissants, are introduced for the first time in the region. Famous restaurants and cafes such as Hou Sum, where you can enjoy authentic Hong Kong cuisine, and Braa La, a well-known ice cream caf? in Daehangno, are also available. The food hall includes fusion eateries mixing Korean, Japanese, and Western cuisines such as Choi Dining, Thai authentic taste restaurant Soy Yeonnam, and Yeonnam Toma, a fusion pasta and rice bowl specialty store that has become popular among the MZ generation for its extravagant food plating.

Customers are bustling at the 8th-floor academy of Shinsegae Gyeonggi Branch.
[Photo by Shinsegae Department Store].

CGV Shinsegae Gyeonggi is the first in Korea to configure all its theaters as special theaters. Targeting department store customers with high demand for special theaters, all six theaters, including 4DX, Dolby Atmos, Tempur Cinema, and Gold Class, were exclusively equipped as special theaters instead of regular ones.

Shinsegae Gyeonggi branch recorded sales of 644.2 billion KRW last year, ranking it within the top 8 among Shinsegae’s nationwide stores. Backed by the demand from the southern Gyeonggi region adjacent to Yongin City, Gyeonggi, it has continued new and bold attempts. Starting with the sports section renewal in November 2020, it attracted attention by successively renewing the lifestyle specialty section, food section, luxury specialty section, and street fashion specialty section. The street fashion specialty section 'Playground' for MZ generation customers and the 'Luxury Specialty Section' located on the basement floor 1 received particular attention. Especially, the food section’s paid membership 'Shinsegae Prime,' introduced for the first time in the industry, showed sales results within six months of introduction and was expanded to other stores such as Daejeon Shinsegae Art & Science.

Lee Sangheon, General Manager (Executive Director) of Shinsegae Department Store Gyeonggi branch, said, "In November this year, we are preparing to renew the lifestyle section, and in the first half of next year, we plan to expand the 5th floor men’s fashion and VIP facilities," adding, "We will establish ourselves as the representative department store of the southern Gyeonggi commercial district by leading continuous space innovation and differentiated content."